Attribution's Other Actionable Benefits

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1 Attribution’s Other Actionable Benefits

2 Clear’-Sale’ing (klir sāl ing) n. 1. an advertising analytics technology company built on attribution management v. 1. continually improving the incrementality, profitability and diversification of digital advertising campaigns

3 Forrester Wave on Interactive Attribution The definitive leader in: Current offering Product strategy Management team Corporate strategy

130+ Active Advertisers on the Platform 4

Attribution as an Evolution 5 Display (Impression) Social Media Branded PPC Retargeting Closer Introducer Influencer Influencer LAST AD 0% 0% 0% 100% EVEN 25% 25% 25% 25% EVEN + EXCLUSION 33% 33% 33% 0% PATTERN 35% 25% 25% 15% ALGORITHMIC 47% 17% 15% 21%

Poll Question #1 How do you attribute conversion credit? ,[object Object]

7 Attribution’s Other Actionable Benefits

13 $ August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm 10 minutes 10 minutes

Why we feel cheated 14 $ July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 30 days 10 minutes

$The shelf life of a banner impression? 15 Average excluding Other = 15.32 days *Some responses were given in hours. Those were converted into fractional days and then calculated into the averages$

Why we feel cheated 16 $ August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 10 minutes 10 minutes

Negotiate C and A in CPA 22 You the advertiser The ad network

23 100% August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm 0% July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 50% August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm

Poll Question #2 If you are buying display advertising, have you negotiated both the C and A in display? ,[object Object]

Poll Question #3 Do you think you pay your affiliates ______? ,[object Object]

Cross Sell/ Up-sell 35 Revenue - Cost of Goods Sold (COGS) - Cost of Advertising - Tax - Shipping - Discounts = Profit

Poll Question #4 Over what period do you typically measure an ad’s effectiveness? ,[object Object]

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Insurance IoT is a social good! Because: 🔵 Expected losses can be reduced structured programs with both real-time mitigation actions to solve a specific situation, and behavioral change mechanisms to promote safer behaviors (both in personal and commercial lines) 🔵 Rate can be matched to risks better: - Smaller and more accurate pricing clusters allow a large part of profiles to receive a lower rate - Even with the ability to price the individual probability of loss (cluster of one) the insurance foundation isn’t canceled (The risk of each policy will contribute to the expected losses of the portfolio; The premiums paid by many lucky policyholders will be used to pay the claims of the few unlucky policyholders who had an accident in a period of coverage) 🔵 IoT data can be used to increase the effectiveness and efficiency of the claim process, so improving the combined ratio ceteris paribus ⏩ Large part of the policyholders will pay less (and portfolios currently difficult to insure will become more insurable) Insurance IoT (and telematics) is not about providing a discount Insurance IoT (and telematics) is about creating economic value using the data and sharing part of this value with policyholders (and agents & brokers) An integrated holistic adoption of the IoT paradigm is a game changer for your insurance business and a social good: ◾ it allows to improve the availability and affordability of insurance coverages ◾while allowing the sector to write a profitable business Below you can enjoy a selection of best practices in both personal and commercial lines - written with some of the IoT Insurance Observatory members - that have already started to obtain results from their IoT business transformation journeys

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Attribution's Other Actionable Benefits

1. 1 Attribution’s Other Actionable Benefits

2. 2 Clear’-Sale’ing (klir sāl ing) n. 1. an advertising analytics technology company built on attribution management v. 1. continually improving the incrementality, profitability and diversification of digital advertising campaigns

3. 3 Forrester Wave on Interactive Attribution The definitive leader in: Current offering Product strategy Management team Corporate strategy

4. 130+ Active Advertisers on the Platform 4

5. Attribution as an Evolution 5 Display (Impression) Social Media Branded PPC Retargeting Closer Introducer Influencer Influencer LAST AD 0% 0% 0% 100% EVEN 25% 25% 25% 25% EVEN + EXCLUSION 33% 33% 33% 0% PATTERN 35% 25% 25% 15% ALGORITHMIC 47% 17% 15% 21%

7. Even

8. Even + Exclusions

9. Pattern

10. Algorithmic6

11. 7 Attribution’s Other Actionable Benefits

12. 8 Display Advertising

13. Negotiate C in CPA 9

14. Given a Window of Time for A 10

15. 11

16. 12

17. 13 $ August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm 10 minutes 10 minutes

18. Why we feel cheated 14 $ July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 30 days 10 minutes

19. The shelf life of a banner impression? 15 Average excluding Other = 15.32 days *Some responses were given in hours. Those were converted into fractional days and then calculated into the averages

20. Why we feel cheated 16 $ August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 10 minutes 10 minutes

21. Reach 17

22. 18 70%

23. 19 80%

24. 20 90%

25. 21

26. Negotiate C and A in CPA 22 You the advertiser The ad network

27. 23 100% August 1, 12:26pm August 1, 12:36pm August 1, 12:46pm 0% July 3, 12:26pm August 3, 12:36pm August 3, 12:46pm 50% August 3, 12:26pm August 3, 12:36pm August 3, 12:46pm

28.

29. No24

30. 25 Affiliates

31.

32. Too Little

33. Just Right

34. We Don’t Do Affiliate Marketing26

35. 27

36. 28

37. 29

38. Double Dip 30

39. Affiliates as Closers 31